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Super Bowl Places Super Pressure on Fox, Snickers, and Budweiser

The New England Patriots and Atlanta Falcons won’t be the only parties under pressure at Super Bowl LI.

The stakes are high for Fox, which is seeking more than $5 million for a 30-second spot in the Feb. 5 title game. And Madison Avenue is eager to show that it can dazzle consumers with ads stuffed with celebrity appearances, clever stunts, and compelling themes.

“There are very few moments like the Super Bowl — it’s an event that transcends sport and has become an integral moment in pop culture,” says David Lee, chief creative officer at Squarespace, a web-services company that will advertise in the pigskin classic for the third time. “We wouldn’t do it if it didn’t work.”